Kroger unveils plan to invest in technology, store resets

The “Restock Kroger” initiative will

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involve an accelerated and more data-driven effort around pricing, personalized communications with customers and a massive revamp of product assortments, executives form the Cincinnati-based company explained in Kroger’s annual Analyst Day. Kroger is the largest collector of food purchase data in the U.S., the company said, and it intends to use that data as a competitive advantage as it expands its efforts to provide meal- and food-shopping solutions.

“We will change the way people eat in the U.S.,” said Rodney McMullen, chairman and CEO. “If you are eating, we want to serve you. Unless you are eating in a white tablecloth restaurant, we want to be able to provide that meal for you.”

Among other initiatives in that area, the company is rolling its Prep + Pared meal kit program out to five additional markets in the coming months, up from three markets where the kits are currently offered.

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